What Happens When Marketers Get Climate-Smart?

They’re not just reducing emissions. They’re building smarter campaigns, stronger content, and deeper customer connection.

July 23, 2025

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The climate conversation is shifting and so is the role of marketers in it. Canadian brands are rethinking carbon offsets, turning sustainability claims into real action, and finding smart ways to build trust while driving results. From loyalty strategies to product innovation, we’re diving into how climate-smart marketing is being done the right way.

Coming Up

Turning Offsets into Action: How Canadian Marketers Are Rethinking Carbon Claims

Carbon offsets are no longer a vague feel-good marketing tactic, they’re evolving into a transparency-driven loyalty strategy. In an era of growing skepticism around greenwashing, smart Canadian brands are reshaping how carbon initiatives are communicated, with data-backed storytelling and direct customer engagement.

From Accountability to Advantage

Paul Reynolds, Co-Founder and COO of The Offset Foundation, explains how leading marketers are moving “beyond greenwashing.” Instead of using carbon offsets as a box to check, brands are weaving offset strategies into product development, customer education, and loyalty programs. The result? Climate-conscious messaging that’s credible, and increasingly profitable.

Transparency is the core currency. Companies are no longer hiding their offset strategies in the fine print. Instead, they’re breaking down where credits come from, how emissions are measured, and why it matters to their customers. The goal is simple: empower buyers to feel like active participants in the climate conversation.

Silk & Snow X veritree: A Case Study in Sustainable Loyalty

One standout example is Toronto-based mattress company Silk & Snow which partnered with veritree to turn its carbon offset program into both a loyalty driver and a financial win. Through a calculated approach to product lifecycle emissions and verified reforestation offsets, the brand didn’t just go green. They educated customers, built trust, and generated $1.3 million in operational savings.

Even more impressive: their sustainability messaging led to higher average order values, fewer returns, and long-term customer retention. By making carbon transparency a key part of both marketing and post-purchase communication, Silk & Snow proved that environmental responsibility can be both authentic and revenue-positive.

What This Means for Canadian Marketers

For other marketers looking to follow suit, the playbook is becoming clearer:

  • Transparency > Taglines: Vague promises don’t work. Share your methodology, not just your mission.

  • Educate & Empower: Help customers understand the “why” and “how” of your sustainability efforts.

  • Measure for Impact: Real savings and ROI are possible when offsets are approached strategically.

As environmental literacy rises, so does the bar for ethical marketing. The brands that win in this space will be those who treat carbon offsets not as a marketing add-on, but as a core business value.

Community Spotlight: Blair French’s Sustainability Wake-Up Call

When we asked the community to share stories of purpose-driven marketing, the response was incredible. We were inspired by the many marketers who shared their stories of purpose-driven work. Among them was Blair French, Chief Growth Officer at Saskatoon-based creative agency LMNO, who brought a powerful lens on what it means to build sustainability into the heart of marketing.

A couple of years ago, I went to a conference that completely shifted how I think about marketing. I was sitting in the audience when David Suzuki started talking about the environmental cost of our choices—not just as consumers, but as creators. It hit hard.

“As marketers, we’ve helped fuel overconsumption. We’ve built systems that prioritize clicks and conversions, without really thinking about the energy behind every ad impression, every autoplay video, every email. I came home knowing we had to do better.

At LMNO, we started by looking inward. If we wanted to help our clients become more sustainable, we had to start with ourselves. That meant some big commitments: becoming B Corp Certified, joining the federal government’s Net-Zero Challenge, and investing the time to understand the carbon footprint of our own work.

Today, we’ve partnered with a tech platform that allows us to measure the emissions from marketing campaigns—things like file sizes, distribution channels, and more. What’s encouraging is how often the solutions are simple. For one client, we cut down emissions significantly just by optimizing their video files. The content stayed strong. The impact was real.

We’re not flipping a switch overnight. But we’re aligning our services and values to help clients make smart, low-effort changes that reduce emissions without driving up costs. And we’re looking to work with brands that care about the future—not just of their products, but of the planet.

Sustainable marketing isn’t a trend. It’s where we all need to go. And we’re proud to be helping lead the way.

Blair French

SocialNext: The Rundown

Think summer school isn’t for marketers? Think again. The SocialNext Marketing Alliance is serving up weekly sessions that are short, smart, and packed with insights you can actually use.

Every Wednesday, tune in for a 30 minute webinar featuring top Canadian marketing leaders. Whether you're building strategy or building your career, these sessions are designed to leave you with ideas you’ll want to try before the week’s out.

Here’s what’s coming up:

July 23 – Your Content’s Off… Here’s Why (And How to Fix It)
Shannon Emmerson, CEO, Forge & Spark
If your content feels polished but disconnected, you’re not alone. Shannon will guide you through a mini authenticity audit to help restore your brand voice and realign your message with what matters: your values, audience, and tone.

July 30 – Igniting Marketing Magic: How Micro-Internships Power Innovation and Results
Sarah Blackmore, VP, Riipen
Fresh talent = fresh thinking. Learn how short-term student projects are helping marketers tap into new ideas, tackle real work, and build momentum without a big lift. Sarah Blackmore, VP at Riipen, will share examples and strategies for making micro-internships part of your marketing toolkit, while supporting the next gen of creatives and strategists.

August 6 - Branding & Storytelling 
Will Yang, Founder & CEO, Differo
Learn how to craft brand stories that connect, using short-form content and practical storytelling techniques. Will brings insights from his work with Tourism Nova Scotia and Discover Halifax, and he’ll make you laugh along the way.

  • Free for all SNMA members

  • Hosted live in the SNMA Circle space at 10 AM MST/12 PM EST

  • Bring your coffee. Leave with fresh ideas.

SocialNext Events Roundup

September will be here before we know it and SocialEast 2025 present the perfect opportunity for Atlantic marketers to set themselves up for success in 2026. Tickets are over 60% sold, secure your spot before they’re gone.

This week is your last chance to save $300 on your ticket to SocialPacific 2025. Whether you’re attending as a brand builder, strategist, creator, or curious learner, this event brings together the sharpest minds in digital marketing for two days of insights, networking, and inspiration.

Canadian Marketing & Business Weekly Brief

Rethinking Carbon: Small Businesses, Big Shifts - As brands like Silk & Snow show how climate action can boost loyalty and revenue, small businesses across Canada are facing the challenge of net zero head-on. Take a look at the real hurdles entrepreneurs face from costs to credibility and how some are turning climate goals into brand advantage.

The Indigenous Economy Could Hold Key Solutions for Canada’s Future - As the national economy faces real challenges, Indigenous-led businesses are showing strength, innovation, and growth. Dive into the potential of the Indigenous economy and why it deserves more attention from leaders across every sector.

CFL Analyst’s Hot Take Sparks Big Engagement - TSN’s Luke Willson called a recent CFL game “hot garbage” and the internet lit up. While players like Bo Levi Mitchell pushed back, the moment generated massive engagement showing how bold, unscripted commentary can reignite interest in legacy sports brands.

Marketing News Canada’s mid-summer reset offers 10 quick wins to help teams hit their 2025 goals. From refreshing testimonials to re-engaging your audience with low-lift content, it’s a tactical guide for marketers looking to refocus without burning out. Discover our tips!

Hootsuite breaks down how social listening can move beyond mentions to deliver strategic insight. From audience sentiment to trend forecasting, it’s a powerful tool for brands that want to respond in real time and create more relevant content. Get the free advanced social listening guide.

Caley Dimmock’s ad creative checklist is a go-to guide for marketers running paid campaigns. Covering copy, targeting, CTAs, and visuals, it’s a great gut-check before you hit publish on your next ad set. Level up your Meta ads.

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